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TikTok Launches New Marketing Education Initiative to Help Advertisers Maximize their Opportunities

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TikTok Launches New Marketing Education Initiative to Help Advertisers Maximize their Opportunities


As it works to maximize its revenue opportunities, TikTok’s launching a new educational initiative in order to help marketers better understand and utilize the various platform features to reach and engage the TikTok audience.

Called Creative Agency Partnerships (CAP) University, the program will take agency partners and freelance creatives through all aspects of effective TikTok creation.

As explained by TikTok:

“CAP University is a custom learning program that allows enrollees to join the courses they want, customize their learning curriculum based on the agency’s unique areas of growth, and even attend live office hours session with TikTok’s CAP team to further their knowledge and gain an in-depth understanding of the creative possibilities on and off the platform.”

The initial elements available include ‘TikTok: From Briefing to Pitching,’ ‘Concepting & Creating for TikTok,’ ‘Trends and Music Licensing,’ and more.

As you can see here, there’s also an element focused on working with TikTok creators, which is a critical building block for the app’s ongoing growth.

Because if TikTok wants its top stars to keep posting, it needs to get them paid – because if it can’t offer equivalent deals to those available in other apps, eventually, it could face a creator revolt, which is what eventually led to Vine’s demise.

The bottom line is that monetizing short-form video is difficult, because you have far fewer opportunities for ad breaks, or at least for ads that can be directly attributed to a creators’ content.

But TikTok does have a range of avenues for monetization, and it has the attention of many brands. Now it just needs to create an equitable link to fund its key contributors, and branded content deals, ideally, form part of that loop.

The new education program could be a great way to polish up your TikTok knowledge, with direct input from the platform’s own creative team. And if it facilitates new creator connections, all the better for TikTok’s process.

You can check out TikTok’s CAP University Semester 1 courses here.



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The Most Visited Websites in the World – 2023 Edition [Infographic]

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The Most Visited Websites in the World - 2023 Edition [Infographic]

Google remains the most-visited website in the world, while Facebook is still the most frequented social platform, based on web traffic. Well, actually, YouTube is, but YouTube’s only a partial social app, right?

The findings are displayed in this new visualization from Visual Capitalist, which uses SimilarWeb data to show the most visited websites in bubble chart format, highlighting the variance in traffic.

As you can see, following Facebook, Twitter and Instagram are the next most visited social platforms, which is likely in line with what most would expect – though the low numbers for TikTok probably stand out, given its dominance of modern media zeitgeist.

But there is a reason for that – this data is based on website visits, not app usage, so platforms like TikTok and Snapchat, which are primarily focused on the in-app experience, won’t fare as well in this particular overview.

In that sense, it’s interesting to see which social platforms are engaging audiences via their desktop offerings.

You can check out the full overview below, and you can read Visual Capitalist’s full explainer here.

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Cheeky branding wins (and missteps)

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Cheeky branding wins (and missteps)

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Branding and rebranding is getting more fun, here we look at some of cheekiest brands that have caught our eye – for the right and wrong reasons.



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Google Outlines Ongoing Efforts to Combat China-Based Influence Operations Targeting Social Apps

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Google Outlines Ongoing Efforts to Combat China-Based Influence Operations Targeting Social Apps

Over the past year, Google has repeatedly noted that a China-based group has been looking to use YouTube, in particular, to influence western audiences, by building various channels in the app, then seeding them with pro-China content.

There’s limited info available on the full origins or intentions of the group, but today, Google has published a new overview of its ongoing efforts to combat the initiative, called DRAGONBRIDGE.

As explained by Google:

In 2022, Google disrupted over 50,000 instances of DRAGONBRIDGE activity across YouTube, Blogger, and AdSense, reflecting our continued focus on this actor and success in scaling our detection efforts across Google products. We have terminated over 100,000 DRAGONBRIDGE accounts in the IO network’s lifetime.

As you can see in this chart, DRAGONBRIDGE is by far the most prolific source of coordinated information operations that Google has detected over the past year, while Google also notes that it’s been able to disrupt most of the project’s attempted influence, by snuffing out its content before it gets seen.

Dragonbridge

Worth noting the scale too – as Google notes, DRAGONBRIDGE has created more than 100,000 accounts, which includes tens of thousands of YouTube channels. Not individual videos, entire channels in the app, which is a huge amount of work, and content, that this group is producing.

That can’t be cheap, or easy to keep running. So they must be doing it for a reason.

The broader implication, which has been noted by various other publications and analysts, is that DRAGONBRIDGE is potentially being supported by the Chinese Government, as part of a broader effort to influence foreign policy approaches via social media apps. 

Which, at this kind of scale, is a concern, while DRAGONBRIDGE has also targeted Facebook and Twitter as well, at different times, and it could be that their efforts on those platforms are also reaching similar activity levels, and may not have been detected as yet.

Which then also relates to TikTok, a Chinese-owned app that now has massive influence over younger audiences in western nations. If programs like this are already in effect, it stands to reason that TikTok is also likely a key candidate for boosting the same, which remains a key concern among regulators and officials in many nations.

The US Government is reportedly weighing a full TikTok ban, and if that happens, you can bet that many other nations will follow suit. Many government organizations are also banning TikTok on official devices, based on advice from security experts, and with programs like DRAGONBRIDGE also running, it does seem like Chinese-based groups are actively operating influence and manipulation programs in foreign nations.

Which seems like a significant issue, and while Google is seemingly catching most of these channels before they have an impact, it also seems likely that this is only one element of a larger push.

Hopefully, through collective action, the impact of such can be limited – but for TikTok, which still reports to Chinese ownership, it’s another element that could raise further questions and scrutiny.

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